69.6% of Free OTT Users Consume Short-Form Content
It was found that 9 out of 10 Koreans use online video services (OTT).
The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency released the results of the '2024 OTT Usage Behavior Survey' on the 12th. 89.3% (4,495 respondents) reported using OTT platforms in the past year.
The most preferred platform among OTT users is YouTube (84.9%). Paid OTT platforms are ranked as follows: Netflix (44.4%), TVING (17.0%), Coupang Play (14.8%), Disney Plus (10.1%), and Wavve (6.9%).
85.1% of the population use free OTT platforms, an increase of 6.9 percentage points compared to last year. Meanwhile, 53.4% use paid OTT platforms, a decrease of 1.8 percentage points from the previous year.
The decline in paid OTT platform usage has led to a decrease in the average monthly subscription fee. The average monthly expenditure of paid OTT platform users (including multiple subscriptions) was 10,500 KRW, about 1,500 KRW less than last year. The maximum monthly willingness to pay among OTT users also dropped by about 800 KRW to 15,191 KRW compared to last year.
Among free OTT platform users, 69.6% consume short-form content. The main reason for watching short-form content was 'being able to watch multiple videos in a short time,' cited by 68.4%. This was followed by 'being able to watch during spare moments' (59.7%) and 'interesting videos playing consecutively' (54.2%). Short-form content users showed a preference for original short-form content (78.6%) over re-edited short-form content made from existing content (59.7%).
This survey, conducted to examine the public’s OTT platform and content usage behavior, was carried out through face-to-face interviews with 5,033 people from June 27 to August 27.
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